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Capitilization in Meta Description

In a meta description I was wondering which is best for click through rate:

A Meta Description Written Like This With Leading Capitals and Some Fully Capitalized Words Eg FREE, BUY NOW Etc?

OR

A meta description written normally like this without leading capitals and fully capitalized words?

My initial thoughts is the capitalised one stands out more and may get more click throughs, but I also don't see anyone else doing it this way so I was wondering what the generally accepted thought is on which one improves the CTR more?

4 Responses

I think the reason people normally do not insert fully capitlized words is that if you scream too much into other people's faces, they are likely to be put off and not click your ad. Take Google Adwords as an example: Google does not allow you to use EXCESSIVE CAPITALIZATION. And Google Adwords is really focussed on getting good CTRs (as they make money based on the clicks they get), and Google does a lot of testing, so I am quite sure that they also have tested this. Also, in general style guides, it is normally advised to refrain from excessive capitalization, as it distracts the reader and makes the text less readable.

Just to add a little bit to Manischa Mittal's response. I would recommend you spend a couple hundred dollars with SEM and test out several ad variants and see which ad gets the highest CTR. Take the creative winner(s) and use it to build your meta description tag.

Very good suggestion. With organic CTRs, you never know (at least I am not aware of a tool that would show you...) which snippet Google shows, i.e. if it was your description or some other text from the site, so experimenting with different descriptions would not give you reliable results. But with AdWords, you have full control over the ad copy that is being shown.

Just to add a little bit to Manischa Mittal's response. I would recommend you spend a couple hundred dollars with SEM and test out several ad variants and see which ad gets the highest CTR. Take the creative winner(s) and use it to build your meta description tag.

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